Ambient move for goats’ milk leader

The UK’s most popular brand in fresh goat’ milk has announced its first ever launch into the long-life sector.

St Helen’s Farm has more than a 62% share of the fresh market, and now plans to take its brand leading credentials into ambient – and meet demand from brand loyalists for the convenience of long life dairy.

The whole and semi-skimmed goats’ milks will appear in the distinctive St Helen’s Farm blue and white livery, packed into 1Litre twist cap cartons. The new lines are expected to shake up a category that will, for the first time, have an ambient goats’ milk that is 100% British made.

Vicky Unwin, Marketing Manager, said: “The St Helen’s Farm brand is more than thirty years old and has achieved and maintained brand leader status by listening to consumers. It is this close relationship that led us some years ago to the conclusion that we needed to offer a long life alternative.

“Only after considerable development work have we now been able to source a British produced product using our own milk that we believe meets the level of taste and quality that our consumers will greatly enjoy.”

Both packs will carry the ‘Best of British Goats Milk’ logo and stock is expected to be on the shelves of selected Tesco stores from the end of October at an RSP of £1.80. Vicky added: “Some 25% of consumers who buy fresh goats’ milk also purchase ambient as a stand by, or for holidays and travel. We also know that more than 82% of consumers would be likely to buy a St Helen’s Farm brand in this category, which is why we are very excited about the prospect of creating real growth and interest in this sector.”

The move comes shortly after the debut launch of a fresh St Helen’s Farm Goats Brie and is part of a raft of new initiatives from the east Yorkshire producer, who recently announced a design revamp of its entire portfolio following an extensive round of consumer research and insight into the goats’ dairy sector.

The total retail market value for goats’ milk is £26m. St Helen’s Farm has a 62% share of the fresh sector with its range of whole, semi and skimmed lines.

As the activity rolls out during the Autumn, it is being supported by a marketing campaign that will combine printed, social and digital media, and sampling to encourage trial.

ST HELEN’S FARM LTD

www.sthelensfarm.co.uk